Marketing Around Presidents Day Weekend

February 7, 2010

There are so many excuses to go shopping next week! First, there's Valentine's Day on the 14th and then President's Day, a federal holiday observed on Monday the 15th. Many schools and businesses close for Presidents Day, and throughout the years, retailers have taken to providing special sales and discount offers around the holiday.

Consumers expect to receive offers from all of their favorite stores and vendors around Presidents Day. If you want to take advantage of the consumer shopping holiday that surrounds Presidents Day weekend, then keep these three tips in mind: Stand out from the pack There's going to be a ton of advertising mail and marketing messages hitting consumers around this time. It is crucial to think outside of the box. Don't design another boring old stars and stripes mailing. Go for a design that is within your company's brand, or use an edgy black-and-white photograph of a president, monument or government building, a political cartoon or anything you think might be unique and standout from the rush of mail. It also helps to physically stand out with a deluxe, 6-inch by 11-inch or larger postcard or envelope that is noticeable right away and too big for folks to throw away. Send customers online Take advantage of the option to direct customers to a website. This is a good way to not only make sales, but also capture leads who are interested, but not yet ready to make a purchase. One cute way to get folks online would be sending an e-mail message mailing offering 20 percent off to those who could score high enough on a presidential quiz on your site. There are free and low cost ways to build a quiz on your site, just be sure to provide the correct URL in the e-mail and mail messages. At the end of the quiz, you could offer the 20 percent off to everyone who plays, just to capitalize on the fact that you've got an interested customer on your site! Observe the holiday Come up with some relevant content for your mailing such as little known facts about the presidents, especially President Washington, as the holiday was originally intended to celebrate his birthday. If your target audience is families with children, they may hang on to the mailing and share the facts with their kids. You can also set up a free prize giveaway of passes to a local historical site or museum, a copy of a great historical novel, or even a copy of the recent "John Adams" miniseries on HBO. Use the free prize as a way to get people to respond to a survey, sign up for an e-newsletter or respond with their names, e-mails and addresses so you can confirm their interest and build your customer list.

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